Kevin Garnett’s Gaming Company Teams With GameOn To Promote Women’s Sports Betting

GameOn Entertainment is expanding through its latest deal with Gaming Society.

GameOn and Gaming Society’s deal will allow fans to make free-to-play bets on women’s sports, including the WNBA and NWSL. Gaming Society will license GameOn’s proprietary technology to power the fan engagement initiatives. Both companies will also share in the revenue produced by the platform, such as sportsbooks and sponsorships.

"We're excited to partner with Gaming Society to elevate women's sports and educate fans on sports betting through gamification," Matt Bailey, GameOn CEO, said in a media release. "Despite women making up 40% of all athletes, they only receive 4% of media coverage, so it's imperative platforms like Gaming Society help level the playing field through innovative, democratized fan engagement."

Gaming Society was launched in June, thanks to former NBA star Kevin Garnett and Players’ Tribune co-founder Jaymee Messler. The company states, “it’s a content and gaming platform bringing a fan-forward voice, education and the athlete point of view to sports betting.” Gaming Society’s goal is “to democratize sports wagering so fans have the tools and knowledge to have skin in the game.”

Gaming Society also recently partnered with the WNBA Players Association in August, launching its “Bet On Campaign.” The initiative is a movement to promote women’s sports through gamification and sports betting. Both parties are hopeful that putting women’s sports in front of the betting industry will assist visibility for new audiences, deepen engagement for existing fans and produce new revenue streams for women athletes, teams and leagues.

"If you look around the gaming landscape, there aren't many products that exist for the passionate fan communities of women's sports,'' Messler said in a media release. "Partnering with GameOn will allow women's sports fans to further invest in their favorite leagues, teams and athletes while entering the betting space in a more accessible and easier way."

Women’s Sports Popular During Olympics

The 2020 Tokyo Olympics showcased how there is an interested number of bettors looking for action on women’s sports. At DraftKings Sportsbook, four of the most bet-on sports at the Olympics were the American women’s teams in basketball, soccer, tennis and indoor volleyball.

Gaming Society hopes to provide a seamless transition for new sports fans looking to bet on women’s sports. The company focuses on creating videos, newsletters, games and educational experiences to make sports betting sites inclusive, accessible and easy to understand.